Agentic AI announcements are arriving thick and fast in media and entertainment, arguably much later than in other industries. But approach with caution, because many of the early agentic AI capabilities from vendors are not yet generally available to customers, as broadcasters and media organizations figure out how best to apply these next-level automation tools. One area that is making waves in agentic AI is the content recommendation corner of the market, which is thanks in part to the adoption of the Model Context Protocol (MCP). This open framework, developed by Anthropic, is part of a broader movement toward building multi-agent AI ecosystems—and promises to liberate marketing and editorial teams from tedious manual curation tasks, or from having to manually…